So why aren’t companies more adventurous when it comes to trying new things?

It’s the “I hate brocolli” syndrome of marketing and business.

If you ask the average CEO, “What’s the rationale for the way you’re currently marketing your services?”  Many say: “It’s what we’ve always done.”

The sad truth is that many companies are engaging in the same old tried marketing tactics rooted in strategies that were developed eons ago (a.k.a. 2007).  They’re wasting money on tactics that are not rooted in any real, current strategy – or based on the realities of today’s marketplace.

How to get higher response rates and higher conversions

 Any Direct Marketing old timer will tell you that the secret to getting and maintaining high response rates and higher conversions is: “Test. Test. Test.”

In fact, there are some who say that  30% of your budget should be set aside for testing.

If you’re testing new ideas agains the old ones it’s the only way to know for sure that you’re marketing is continually improving. 

Apply the principles of continual improvement to your marketing. In Direct Mail it’s called “A/B Splits and Multivariate Testing.” In Google Web Optimizer it’s called “Marketing Experiments.”

Test everything. Test in order of importantance. Your offer, your keywords on your pay-per-click ads, your landing pages.

Or if you don’t really want new and better results, you can just keep doing what you’re doing — what you’ve always done.

That’s a great way to go through your entire budget fast with zero results.

The trick to getting higher higher response on pay-per-click ads is to create a separate landing page for each of your top keywords in three easy (but time-consuming) steps.

3 Easy Steps to Better Pay-Per-Click Results

1. First, discover which keywords are driving the most traffic. If you have 100 keywords in your campaign, chances are that 20% of them are driving 80% of the traffic (or more like 10% of the keywords are driving 90% of the traffic). Turn off the non-performing keywords.
2. Second, create a separate landing page for each logical grouping of the remaining 10 or 20 keywords. Make sure that the headline and the offer of the landing page matches the ad to reduce your bounce rates and increase your conversions.
3. Third, and this is something many people forget to do, but is to filter out the negative keywords to fight the “My Simon effect (people looking for something for nothing: “free, cheap, affordable, and low cost”).

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A successful pay-per-click campaign requires a process similar to that used traditional marketing.

The process involves strategic planning, creative development, results analysis, and mindful execution.

Your success (or failure) is dependent on the critical analysis and thinking that your efforts, as well as the reassessment of the results following each set of efforts.